Corum partners with FHH, refocuses collections

Geneva—Corum hlike that which signed a partnership agreement with the Fondation de la Haute Horlogerie (FHH) “to create long-term value,” according to the hedonism watch brand.

Corum’s endeavour is to reposition the brand in the luxury segment and restore its historical legitimacy.

To that end, the company is refocusing its Admiral’s Cup, Golden Bridge and Romulus collections with a balance in the middle of creativity and property that achieves international coherence of the product’s brand image, as well as creating a contemporary strategy for its movements.

“We intend to propose movements specially developed for each of the four pillars upon which our product offering is now based,” Corum’s General Manager Antonio Calce said in a media release. “Each pillar will have a supplier whose profile corresponds to the exact complexion of the particular collection.”

To coincide with this new strategy, Corum is along with rebuilding its distribution labyrinth by reducing the points of sale globally, appointing regional managers and strengthening its relationships with distributors.

Corum recently exhibited its Admiral’s Cup Challenge 44 chronograph from the new Admiral’s Cup collection, which has already been designed with this consistent approach in mind, from Dec. 7-9 in Paris. The occasion was the first edition of “Belles Montres” at the Salon International de l’Horlogerie de celebrity in the Carrousel du Louvre, and the first time the FHH introduced its mission and activities in Paris through an performance titled “The Chronograph, an Expression of Our contemporary Times.”

This entry was posted on Wednesday, December 19th, 2007 at 2:18 am and is filed under Watch Reviews | . You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.